The Keyword s the Thing in Software

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The Keyword s the Thing
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It s not like Field of Dreams, you build it and they will come, Ron Bratt says of eBay. Our number one recommendation to our brokers is that they buy eBay keywords. Right now, eBay s keywords cost much less than Google s. You can get a banner right on top of the eBay search results page when someone enters the keywords you ve purchased. eBay Keywords (shown in the following illustration) is a targeted advertising program that is available to anyone who currently has items to sell on eBay (either at auction or an eBay Store) and has a feedback rating higher than 20. Suppose you sell Coach handbags. You could place a bid of, say, 50 cents on the words Coach handbag. If yours is the high bid for these keywords, you win; your ad is displayed at the top of a page of eBay search results when someone searches for those two words and you are charged 50 cents if someone clicks on your ad and visits your store or auction listing. It s a way of getting your merchandise before the eyes of potential shoppers who have by entering the keywords already expressed an interest in the item.
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The choice of keywords is everything, says Ron Bratt. The ultimate question you have to ask yourself is, What is every single possible permutation that someone might type in to find what you are selling The less relevant your keywords are, the more you are going to pay for a click, and it is not going to lead to a sale. For every brand, we have about 15 keywords. Because we sell Coach brand items, we have keywords like Coach shoes, Coach high heel, Coach open toe, Coach sandals, and so on. The keywords Coach handbag are either words that Auction Safari hasn t purchased or for which someone bid higher. When you entered these terms at the time this was written, the ad shown in Figure 6-3 appears. There isn t any standard cost for purchasing eBay keywords because you decide how much you want to pay. In fact, you place a bid on a set of keywords. The highest bidder gets his or her ad displayed when someone enters the keywords purchased. The more specific your keywords are, the better your chances of winning, because there s less competition. You can find out more about the program, and access a tool that suggests keywords you can purchase, at https://ebay.admarketplace.net/ebay/servlet/ebay.
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CHAPTER 6: Reach the Widest Possible Audience
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FIGURE 6-3 Auction Safari and other PowerSellers gain more exposure by purchasing eBay keywords.
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You don t have to rely on your own intuition when it comes to figuring out the most popular keywords that are related to the merchandise you sell. You only have to go to another eBay Keywords page (http://buy.ebay.com, shown in Figure 6-4) to make use of a form that lets you browse the most popularly used keywords by letter.
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Ron Bratt also recommends to his brokers that they pay for advertising on one of the big shopping search engines, such as BizRate (http://www .bizrate.com), Shopping.com (http://www.shopping.com), or other shopping engines to pull people into their eBay Store. On Shopping.com,
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FIGURE 6-4 This eBay Keywords page tracks the most popular terms that people search for on the auction site.
the per-click ad rates range from 10 cents to 50 cents, for instance. Bratt says it s worth the expense. The contents of eBay Stores are automatically included in BizRate search results whether you pay for advertising or not. Again, your insertion fee for a typical eBay Store listing is only three cents. I like BizRate because they will do all the work for you in the partnership. eBay doesn t want to hear this, but if you build your own web site, you are able to draw traffic in through that. You don t have to pay for clickthroughs, either. You should always try to sell worldwide. Why limit the number of clients you receive When you create an eBay Store, you have the option of generating an XML (Extensible Markup Language) version or feed of your store s contents. You can submit a link to your XML feed to Google s retail search arm Froogle (http://froogle.google. com) so your store s contents can be included in Froogle search results. Find out more at https://www
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